The Secret of Creating an Effective Customer Experience (CX) Strategy 

What is the experience you are trying to deliver to your customers? This is one of our key questions we ask organizations when we consult with them. It seems a very simple question and yet in reality, the answer is very strategic and critical to moving your CX to the next level. What is surprising is most organizations do not know the answer to this question! Be clear, everyone thinks they know the answer, but in reality every part of the organization does what they think is the right thing. Marketing, Sales, Customer service, Finance, IT, etc. all do what they think is the right thing, but it is not aligned, it is different and as a result the Customer is confused, there are overlaps and gaps in the experience. This leads to re-work, overlaps, gaps and all this costs money. More importantly, the Customer looks at your organization as a whole and ends up being frustrated. This does not build Customer loyalty.

It is therefore vital to define the answer to this question. What is the experience you are trying to deliver to your customers? The answer to this is a strategic choice. The experience that you should be delivering should be one that drives value ($) for the organization. It should be decided strategically by the senior executive of the organization. It should be debated and argued about. Once agreed, it should set the direction of the whole organization and as a consequence it should outline all the things that you need to start and stop doing as a result of the strategy.

In this podcast we outline how to go about this. We give you an example of one organization who, by setting the strategy in this way, improved their Net Promoter Score® by 40 points in 30 months that lead to a 10% rise in volumes.

 

The Intuitive Customer podcasts are designed to help you improve your Customer Experience by unlock the ‘hidden’ aspects of your experience and what drives value for you to enable you to take your experience to the next level

If you would like to find out more in your organization’s marketing to improve customer loyalty and retention, contact us at www.beyondphilosophy.com.

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